What: Horizon Media has launched Big, a new consultancy designed to provide big resources to service start-ups, e-commerce, and emerging brands. Why it matters: Horizon understands that start-ups, e-commerce, and emerging brands need partners who are completely vested in their mutual success.
Horizon Media has announced that it has launched Big, a new agency designed to provide big resources to start-ups, e-commerce, and emerging brands. Big will be led by Gene Turner, EVP Chief of Horizon Next, who will now oversee both Horizon Next and Big.Big’s mission is to deliver business outcomes for its clients, which is why it has developed a compensation model based one-hundred percent on driving improved business outcomes. With this simple but ambitious mission, Big aims to position itself as a true business partner for its clients. In launching Big, Horizon understood that only a committed partner could bring an integrated strategy, big thinking, and access to vast resources and marketing technologies that are essential for these ambitious companies to achieve their full growth potential.“With fast, seamless integration, Big is firmly positioned to drive business outcomes over the long term through the optimal balance of data-driven efficiency, and insight-driven content, to create compelling, relevant and rewarding brand stories that drive consumer action and deliver business outcomes,” said Gene Turner, EVP Chief of Horizon Next.
According to the press release, Big’s core offering will be holistic data management and customized access to brand strategy, consumer insights, trend analysis, social listening, customer journey mapping, channel planning, strategic media investment across all channels, SEO consulting, programmatic buying, content marketing, brand health, path to conversion analysis, reporting and analytics.
“We believe that our compensation model, one based entirely upon delivering improved business outcomes, represents a true commitment to business partnership and the success of our clients,” said Vincent O’Toole, Horizon EVP Chief Operating Officer and Chief Financial Officer. “It is also a clear signal of the confidence we have in Big’s ability to disrupt the industry and the value it will generate for our clients.”
In 2015, Horizon launched a new media agency, Canvas Worldwide, in a joint venture with INNOCEAN Worldwide. Canvas was launched to service the Hyundai and KIA businesses, but it has added new clients such as Heineken USA, Breville, Annapurna Pictures and Wingstop Restaurants. In 2016, Horizon turned its direct marketing division into a standalone entity, Horizon Next. The launch of Big continues Horizon’s expansion into new markets.
Petco announced it has selected New York-based Horizon Media as its strategic media agency of record in support of the company’s ongoing retail and marketing transformation efforts.The selection follows just weeks after Anomaly was named the company’s creative agency of record, and was the result of a review process initiated in the Fall of 2018 and managed by MediaLink.Horizon will begin working with Petco immediately to deliver fully-integrated media planning and buying across paid channels and strategic integration with both Anomaly and Edelman, Petco’s PR agency of record. Petco is a leading pet specialty retailer with more than 50 years of service to pet parents. The brand operates more than 1,500 Petco and Unleashed by Petco locations across the U.S., Mexico and Puerto Rico.
Avocados From Mexico
Avocados From Mexico (AFM), is taking shoppers’ party spreads to the next level with its Guac Nation program. The No. 1 selling avocado brand in the U.S. is teaming up with RITAS and TABASCO® Brand to help consumers savor winning flavors during the Big Game. The program runs through February 3, 2019, and will offer 360 support to inspire avocado consumption and lift sales. Avocados From Mexico will also be returning with its fifth annual Big Game commercial on February 3. Guac Nation seamlessly ties-in to support AFM’s established shopper communications platform, Savor Every Moment. During the week of the Big Game last year, increased avocado consumption helped retailers reach a 4-year sales high of US$58 million2 of all commodities. With millions of consumers hosting Big Game parties, this serves as an opportunity for high avocado consumption. Guac Nation is leaning into that excitement and engaging shoppers as they prepare for game day, making avocados the star player on their shopping lists.
Chevron, the second-largest integrated energy company in the United States, has put its global media planning and buying business in review. WPP has been the brand´s incumbent for 16 years. Two unnamed competitors will be pitching against the incumbent, aacording to a party close to the review . WPP currently handles global media for three of the world’s four largest fossil fuel companies, according to Adweek. The latter review resulted in the formation of dedicated unit Team Energy, which consists of Ogilvy, Grey, VML, Mindshare, Essence, SocialLabs and Landor.>
2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.
Procter & Gamble
P&G is bringing more of its media planning and buying in-house in an effort to cut costs and improve profit margins, as well as bringing its marketers closer to the consumers they serve. There was not a formal review but an internal bid process, in which Incumbent media shops Hearts & Science and Carat and P&G’s own in-house team participated, according to Adweek. Procter & Gamble’s in-house agency has taken over a larger share of its media business in the US. P&G categories at stake included fabric care, oral care, feminine care, personal healthcare, home care, skincare and baby care. P&G spent US$2.75 billion on paid media in the U.S. in 2017 and just over US$2 billion from January to September 2018, according to Kantar Media.
American video game company Electronic Arts — which develops and publishes games like FIFA, Madden NFL and The Sims —has placed a big part of its´media business in-house while launching a media agency review to find a strategic external media agency partner.The marketer will handle digital, including search, social, programmatic and digital out-of-home; while its outside media agency will handle linear, broadcast and out-of-home media. All strategy and planning will continue to be led in-house.Incumbent Publicis Groupe’s Starcom will participate in the review.
Walker & Company Brands, the company that makes health and beauty simple for people of color, announced that it will join the Procter & Gamble Company family of brands to better serve consumers of color around the world. Both companies will come together to better serve multicultural consumers.Founded in 2013, Walker & Company Brands has spent the last five years developing products and services tailored for people of color. It brings with it well-respected, high performance brands, including Bevel, a comprehensive grooming experience designed for the specific needs of men with coarse or curly hair, and FORM Beauty, a premium hair care collection developed to meet the unique needs of the increasing number of women with textured hair.Walker & Company Brands will operate as a separate and wholly-owned subsidiary of P&G, continuing to be led by CEO and Founder Tristan Walker.The merger will grow P&G’s multicultural business and accelerate growth for Walker & Company’s existing brands, as well fuel the development of additional products designed for the specific needs of people of color.
Fiat Chrysler Automobiles
Fiat Chrysler Automobiles has awarded its´most important global market to Publicis Groupe’s Starcom, following a six-month review, Adweek has reported.The assignment includes media buying and planning for all of Fiat Chrysler’s brands, which include Jeep, Chrysler, Dodge and Ram.The IPG network has handled U.S. media buying and planning for Fiat Chrysler since December 2009, when it won the account away from Omnicom’s PHD.Fiat Chrysler spent US$970 million on paid media in the U.S. last year and US$444 million during the first half of 2018, according to the latest numbers from Kantar Media. This total accounts for all brands including Chrysler, Jeep, Fiat, and Ram, but does not include dealer totals.
Paint brand Benjamin Moore, owned by Berkshire Hathaway, has appointed Fig and Horizon Media as its agencies of record for creative and media, respectively. The appointment follows a review. The agencies will jointly be handling strategy, creative, production, media planning and buying, activation, social and community management for the company. The Martin Agency was the creative and media incumbent since 2013. Benjamin Moore spent US$35.5 million on measured media in the U.S. in 2017 and US$18.2 million during the first half of 2018, according to Kantar Media.
2018/2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.
The Randalls at North Fry and Morton roads in Katy will close and be sold to El Rancho Supermercado, a fast-growing Hispanic grocery chain that entered the Houston market earlier this year. Randalls, locally based but now a subsidiary of national supermarket company Albertsons, will have just one store in Katy after closing its 1525 South Mason location in 2017 and its 3050 North Fry location this year. The chain will continue to operate its Katy location at 525 South Fry. In 2017, Albertsons Companies, one of the nation’s largest grocery retailers, announced an investment in El Rancho Supermercado.
Valeritas, a commercial-stage medical technology company, has appointed agency Deutsch for the medical tech brand’s wearable insulin delivery device V-Go.Deutsch will handle all creative, media, and data analytics for the product’s direct-to-consumer efforts. Their first campaign will launch in the first half of 2019 in select U.S. metropolitan markets.
Dunkin’ Donuts has appointed Publicis Media as its U.S. media buying and planning agency following a review. Agency Trillia, part of Interpublic’s Hill Holliday, was the incumbent.Publicis will develop a new unit to oversee the account, pulling in resources from across Publicis Groupe’s Digitas and Blue 449. Jodi Robinson, president of Digitas North America, will serve as the executive lead of the Dunkin’ Donuts team, which will be based in both Boston and NY. The agency will work closely with Dunkin’ Donuts’ company leadership, franchise leadership and existing partners on all national and local media-planning and buying.
Burlington Stores has appointing Horizon Media as its new media AOR following a formal review. Initiative was the incumbent. Burlington Stores spent an estimated US$60 million a year on measured media, according to Kantar Media.Burlington operates more than 640 stores in 45 states and Puerto Rico. The shift will effect later this year.
McDonald’s and fútbol have something in common: they unite people. The World Cup campaign series is a story of people from all walks of life uniting over breakfast and the world cup at McDonald’s. (Yes, being a World Cup sponsor, the restaurants can broadcast the games at the discretion of the individual locations.)The bilingual TV spots consist of three executions in which hardcore and novice soccer fans come together to enjoy the 2018 FIFA World Cup every morning over McDonald’s breakfast. As the tournament progresses our novice fans learn more about The Beautiful Game and even some Spanish along the way. World Cup commercials are seen very frequently over a one month period, so we created a series of spots that told a bigger story as a whole and rewarded the viewer with fresh executions throughout the tournament.The campaign will air in both Telemundo and Fox Sports throughout the whole month of the World Cup (6/14-7/15), so far only the first of the three executions has aired. See them all here titled, “Opening Round”, “Quarterfinals”, “Finals”.
2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.
Interpublic´s Initiative has won Revlon‘s global media account following a review, according to people familiar with the matter.Revlon reported US$550 million in global advertising spending last year, including some non-media expenses like agency fees, talent fees, production costs and promotional displays.Mediacom was the global incumbent since 2017 and US incumbent for seven years.
Fast food Mexican grill Chipotle has announced a series of changes for 2019, including a new tag line that will more reflect Chipotle as “a purpose-driven lifestyle brand,” Ad Age reports. According to Chipotle´s CMO Chris Brandt, the chain has in the past “been silent and lost some of its cultural relevance.” Brandt says the chain’s ultimate marketing mission is to make Chipotle a brand people want to know about. Chipotle is still trying to rebound from the E.Coli outbreaks at some of its stores. The brand is confident that that chain in the next few years can elevate its annual revenue from US$4.5 billion to US$10 billion once all the changes are instituted.In early 2017, Chipotle appointed Venables Bell & Partners for creative and MullenLowe Mediahub for its media business.
2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.
Horizon Media has been selected to take over media planning and buying duties for health insurance firm UnitedHealth Group. Previously, the account had been partly handled by Periscope.According to Kantar Media, UnitedHealth group, the biggest U.S. health insurer, spent US $151 million on measured media during the first months of 2017. It ranked sixth on the Fortune 500 in 2017.
Wyndham Hotel Group
Wyndham Hotel Group has named MullenLowe Mediahub to handle its U.S. media planning and buying account, Adweek reports.Previously, Wyndham employed multiple agencies to handle its media account, with the majority of digital buying done by an in-house team. In 2016, Wyndham spent US$28.3 million on measured media in the U.S. and US$10.1 million during the first half of last year, according to a Kantar Media report.
2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.
Nike-owned Converse, a skating shoes and lifestyle brand footwear best known for its’ Chuck Taylor sneakers, has kicked off a global media buying and planning review, according to AgencySpy. Converse is said to be looking to consolidate the entirety of that business with a single agency network.Back in 2015, Omnicom snatched Converse account away from Mediavest.
Southwest Airlines Co. and The Hispanic Association of Colleges and Universities (HACU) announced applications are open for the 2018 ¡Lánzate! / Take Off! Travel Program. This impactful program, which was recognized in 2015 by the White House Initiative on Educational Excellence for Hispanics, provides roundtrip air travel to selected Latino college students to travel home to see family. Applicants must write a personal essay addressing questions outlined in the application. In the essay, applicants should demonstrate or discuss socio-economic need such as financial need or cultural considerations. Applicants must be enrolled in an undergraduate or graduate degree program at least 200 miles from home. Students can submit applications through April 13, 2018, at www.hacu.net. Education advocates and HACU leaders from across the country will form a diverse selection panel this summer to choose the deserving students who will benefit from the 2018 program. In 2017, the panel selected 100 students to receive roundtrip travel from Southwest Airlines®.
Post Consumer Brands & MLS
Post Consumer Brands and Major League Soccer (MLS) are kicking off a multi-year sponsorship program that will allow fans to get closer to the game and help celebrate the sport alongside Post’s portfolio of winning cereals.When MLS starts its 2018 season on March 3, Post will serve as the exclusive cereal sponsor and be visible in stadiums at more than 370 MLS games, including national TV broadcasts. According to Roxanne Bernstein, Chief Marketing Officer at Post Consumer Brands “partnering with Major League Soccer is a meaningful way for us to connect with these fans, including Hispanic families and younger millennials, and we look forward to evolving the program with MLS over time.”Throughout June and July, consumers will see the program come to life at select retailers around the country – including limited edition cereal boxes spanning the Post cereal portfolio including Honey Bunches of Oats, Pebbles, Honey Comb and others.
NEW PORTADA RESEARCH REPORT: “Content Marketing Initiatives targeting Hispanic and Multicultural Audiences”. The report is filled with intelligence for brand marketing executives targeting multicultural consumers – the majority of consumers in many major U.S. markets – as well as for media and marketing tech vendors. This report provides a description of 20 content marketing initiatives. Each program’s main elements are described (Brands involved, Target Audience, Owned Properties, Paid Media Program, Key Influencers) are summarized and the agencies and brand decision-makers behind them are listed. Described companies include: Avocados from Mexico, Barilla, Best Western, Ford, General Mills, Hershey’s, Kellogg, Kimberly Clark, Kraft, Makita, Miller Coors, Nestle, Procter & Gamble, State Farm, Sprint, Unilever, Verizon, Vilore and Wonderful Pistachios. Buy the report here Upgrade to “Research Plus Membership” for only US$ 999 and access this report and 9 more!
2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.
What: Horizon Media has won the UnitedHealth Group account in the U.S. Why it matters: UnitedHealth Group is the biggest U.S. health insurer. This addition is another among Horizon Media’s previous big wins, like the account for Sprint.
Horizon Media has been selected to take over media planning and buying duties for health insurance firm UnitedHealth Group. Previously, the account had been partly handled by Periscope.
According to Kantar Media, UnitedHealth group, the biggest U.S. health insurer, spent US $151 million on measured media during the first months of 2017. It ranked sixth on the Fortune 500 in 2017.
In its 2017 annual report, the firm said it processed nearly three-quarters of a trillion dollars in gross billed charges and managed nearly US $250 billion in aggregate health care spending.
A company representative issued a short statement confirming the appointment: “We are grateful for the support provided to us by numerous agencies and look forward to working with Horizon Media to further advance our health care story.”
Horizon Media had a strong 2017, with its most notable win being the massive account for Sprint. The agency also announced in December its intentions to expand into Canada to service more of its international operations and grow its Canada business.
What: Horizon Media is broadening its direct marketing practice with a new stand-alone entity called Horizon Next. Why it matters: The Unit, led by direct marketing leader Gene Turner, will provide brand strategy, consumer and channel insights, strategic planning and buying, data strategy and analytics solutions.
Horizon Media is broadening its direct marketing practice with a new stand-alone entity, Mediapost has reported.
The new entity called Horizon Next will be led by Horizon’s direct marketing leader Gene Turner and will begin with 45 clients. The entity will provide brand strategy, consumer and channel insights, strategic planning and buying, data strategy and analytics solutions.
EVP, Chief of Horizon Next Turner will be based at Horizon’s New York headquarters and have a second location within the agency’s Los Angeles office.
Horizon Next combines human insights with data for a holistic view of the right target, brand and business. The Unit currently counts with US$1.3 billion of client investments.
“The Horizon Next name reflects the company’s pursuit to ensure that tomorrow outperforms today,” says Turner. “Our business sits at the intersection of three constantly changing landscapes: people, data, and media. We are constantly re-inventing our model in pursuit of what’s next: our next innovation, our next advancement in analytics, the market’s next media evolution, and the next technological breakthrough that will elevate performance. We are always making sure that we operate within a framework of balancing time-tested approaches with fresh ideas.”
What: Sprint Corp. has moved its US$700 million media account from Publicis Groupe’s Mediavest Spark to independent media agency Horizon Media following a review. Why it matters: Sprint spent around US$700 million on U.S. media in 2016, according to Kantar Media. However, the phone service provider has cut its total advertising costs by US$200 million for each of its last three fiscal years.
Sprint Corp. has moved its US$700 million media account from Publicis Groupe’s Mediavest Spark to independent media agency Horizon Media following a review that kicked off in January. This in one of the largest account changes of the year so far.
The telecom giant also held a cretive review last year, when it selected Droga5 as its creative AOR.Another major lost for Publicis Groupe that has been losing prominant accounts like Wal-Mart, Procter & Gamble, Coca-Cola and Honda. However, the network has also recently won some business, including H&R Block, KFC and P&G in the U.K.
“Horizon Media’s innovative ideas and dynamic approach using traditional and emerging channels is a perfect fit for Sprint as we continue on our transformation,” said Sprint’s marketing chief, Roger Solé, in a statement. “The agency’s unique and fresh perspective will support Sprint in an extremely competitive and continually evolving industry.”
“We are proud of the work we’ve delivered for Sprint during our partnership with them and our team’s dedication to the client,” according to a statement from Mediavest Spark. “We wish Sprint all the best in the future and will approach this transition with the utmost commitment and collaboration.”
Sprint spent around US$700 million on U.S. media in 2016, according to Kantar Media. The spending figure doesn’t include some forms of digital advertising. The phone service provider has cut its total advertising costs by US$200 million for each of its last three fiscal years — from US$1.5 billion in fiscal 2015 to US$1.1 billion in fiscal 2017, which ended in March.
Mediavest | Spark was handling the assignment since 2011. Sprint’s multicultural and Hispanic business will now be run, according to Portada’s Interactive Database of Corporate Marketers and Agency Executives, by Karina Dobarro,VP Managing Director, Multicultural Brand Strategy, and Jerly Marquez, Director, Multicultural Brand Strategy, who both lead Horizon’s multicultural business. Oscar Meza, Manager – Hispanic Media and Community Relations Sprint, confirmed the agency will handle Sprint’s multicultural business and added: “We are still working on the transition and will know more down the line who will handle what areas.”
Also, Miami-based agency Alma DDB won Sprint’s Hispanic Creative business in 2015.
Sprint named Droga5 as its AOR effective immediately. Droga5 will now be responsible for Sprint’s creative, brand strategy, brand positioning and overall brand experience. The account is moving from Deutsch to Droga5. Sprint will continue working with Alma for Hispanic Advertising. MediaVest/Spark will continue to be in charge of media buying and planning.
Horizon Media, the privately held media services agency, is launching a dedicated multicultural social solution to help the agency’s clients maximize brand influence through organic engagements, influencer relationships and strategic paid media within the multicultural space. The newly formed practice will be led by Karina Dobarro, VP, Managing Director, and Pedro L. Rodriguez, Director, Social Strategy and Influence, at Horizon Media (Rodriguez used to work at People en Espanol).Horizon’s social practice is comprised of over 30 specialists (including six bilingual specialists), and is fully integrated within the agency’s larger planning teams to strategically leverage social media content and learnings for integrated media campaigns across all facets of the organization. Horizon Media clients include AVON(Media and Offline Media AOR agency), Burger King, and Capital One.The practice is currently available to all of Horizon’s clients.
Time Warner Inc. has moved Warner Bros.’s US$250 million digital media account from an Omnicom media-buying to Dentsu’ agency Merkle as part of an effort to link up data across Time Warner brands. Omnicom will continue to handle the traditional media part of the account.Merkle also supports HBO. Time Warner brands include CNN-parent Turner and HBO.
Diageo Scotch whisky Buchanan’s has released the new Spanish campaign “Es Nuestro Momento” featuring J Balvin on FOX during the World Series. The 30 second spot aired on FOX and FOX Deportes, making this the first time Buchanan’s airs a Spanish-language commercial on national English-language television. “Es Nuestro Momento” is all about celebrating the greatness of the Latin community and the contributions they’ve made to the American culture, and there’s no better way to share this message than on national TV during a historical moment. This demonstrates how J Balvin is being a strong promoter of Hispanic culture and showcases how his music goes beyond borders and cultures. J Balvin is now the first Reggaeton artist to surpass 1 billion views on YouTube.
Johnnie Walker & Wilmer Valderrama
Johnnie Walker joined forces with Valderrama, celebrated actor, director and activist, to travel to the U.S.-Mexico border to showcase the stories of Americans raised in close proximity to the border and the impact of cross-cultural influences on their personal progress. This journey to the U.S.-Mexico border was part of Johnnie Walker’s new campaign, Keep Walking America, which celebrates the cultural progress and diversity that is shaping the new face of America today. While on the border, Valderrama got up close and personal with the people and places that define this iconic border town. Diageo’s Johnnie Walker whiskies include Johnnie Walker Red Label, Johnnie Walker Black Label, Johnnie Walker Double Black, Johnnie Walker Gold Label Reserve, Johnnie Walker Platinum Label and Johnnie Walker Blue Label.Imagery and footage from Valderrama’s experience at the U.S.-Mexico border can be viewed at http://www.epklink.com/keepwalkingamerica.
Welch’s has appointed Interpublic Group’s agency Genuine to handle digital, social and mobile creative, media buying and strategy.Led out of Boston, Genuine has a dozen dedicated staffers on the account, said Chris Pape, founder and executive creative director of the agency. On the media side, Genuine plans on hyper-targeting on social media platforms such as Facebook.
Moroch Partners has been named agency of record for two new McDonald’s markets: the Northeastern Co-ops and the Mid-Kansas Co-ops, the latter of which is the largest Co-op in the U.S., Following a review. Stern Advertising previously handled both accounts. The Dallas-based independent agency will be responsible for all local marketing and communication efforts – including media, creative, public relations and social media services – for 85 restaurant locations.
Agency Grupo Gallegos has been named creative and strategic agency of record (AOR) for NEXjet Corporation, the full-service jet charter and aircraft management company based in Long Beach, Calif. Grupo Gallegos will be responsible for providing strategic and creative services for NEXjet Corporation, as well as heading up the company’s digital communications through website development and interactive campaign work. The agency will be tasked with targeting high-profile travelers and private aircraft owners looking to charter their jets. NEXjet Corporation is a full-service, jet charter operator based out of Long Beach, Calif. The company was founded in 2007 by John MacMillan and Tom Reed. NEXjet Corporation handles media in-house.
U.S Census Bureau
The U.S. Census Bureau awarded its 2020 decennial census integrated communications contract to Young & Rubicam (Y&R), the global marketing and communications firm.The decennial census takes place every 10 years and is used to determine the number of seats each state is allotted in the U.S. House of Representatives and the amount of federal funds distributed to local communities. Y&R will lead a diverse group of companies, Team Y&R, focused on executing the first-ever digital census designed to efficiently reach every household in the U.S., Puerto Rico, U.S. Virgin Islands, Guam, Samoa, and the Commonwealth of the Northern Mariana Islands.
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What needs to happen for video marketing budgets to increase? This question was asked by Portada to marketers at MediaVest, Horizon, Publicis Media and Dunkin’ Brands in a piece included in our just released 52 page 2017 Video Marketing Guide (Free Download). Some key insights below.
Jennifer Weiss,VP, Connections Director, MediaVest (photo) tells Portada that “for Hispanic marketers in particular, there is still a lack of premium, relevant English-language content. Every source out there says the majority of Hispanics are consuming digital content in English, yet the majority of the premium, long-form, relevant video content is repurposed from Spanish language TV networks. Hulu has created some, but there is still a much bigger opportunity in this space. Advertisers are willing to pay more for great content that they know people are watching – and premium, long-form content doesn’t have the same viewability and fraud issues that less premium video content faces. There is also a huge migration of watching long-form content in the digital space, and our ads are less-intrusive there, so we definitely need to provide more content.”
Premium, long-form content doesn’t have the same viewability and fraud issues that less premium video content faces.There is a huge migration of watching long-form content.
“The main challenge is to ensure that the content is relevant, authentic and engaging,” says Janina Delloca-Pawlowski, Brand Manager Multicultural Marketing, Dunkin’ Brands (photo). She adds that “based on research, one in two Hispanic mobile video users proactively seeks content that is relevant to them as a Latino and connects them with aspects of their culture. In fact, they are more likely to watch ads on their smartphones if those ads exemplify aspects of their Latino culture. In addition, they consume online video content in both languages so it is imperative to provide consumers with both English and Spanish content and let the consumer choose the language in which they prefer to engage with our brand.”
Horizon’s Karina Dobarro, VP Managing Director of Multicultural Brand Strategy, Horizon Media, agrees with Delloca-Pawlowski, “The biggest opportunity today with online video is being able to reach a captivated Hispanic audience with premium content in both languages.”
Off-line Sales Measurement Needed
MediaVest’s Weiss stresses that for video advertising to substantially grow it is necessary for buyers to obtain offline sales data. “We know the consumption is happening – consumers post on social media about seeing our ads online. Yet, many publishers are nervous about allowing closed-loop offline sales metrics. The more we can prove that our media dollars are working hard in the online video space, and with particular publishers, the more media dollars will be available for online video publishers.”
Many publishers are nervous about allowing closed-loop offline sales metrics, but we need offline sales measurement.
People-based Targeting Based on First Party Data
Weiss also has a interesting point to make when she speaks about the scarcity of first party data. “A key hurdle for Hispanic marketers in the online video space is targeting Hispanics on English language sites. We know that Hispanics are consuming General Market media online, yet most of the targeting data available comes from cookies – largely from people who have visited a Spanish language site. We need to make sure we’re able to reach those Hispanics who never visit a Spanish-language website. More 1st party data will help us deliver on that, and publishers need to do more to gather & share that data with advertisers. As the industry moves more towards programmatic private marketplace deals to buy video, this data becomes the holy grail. Many advertisers find it challenging to reach Hispanics with programmatic on English language sites right now, even though we know the audience is there. We must get over the cookie hurdle and move more towards people-based-targeting. “
As the industry moves more towards programmatic private marketplace deals to buy video, first party data becomes the holy grail.
Tailored Creative Messages
To Marla Skiko,EVP, Director of Digital & Data Solutions, Publicis Media (photo).“One challenge is to ensure that creative messaging is tailored for the environment. Marketers want to be as relevant as possible based on what they know about their intended consumer, which has been enabled in part by data-driven audience buying. Beyond that, also tailoring the message for differing video formats is crucial. On some platforms video will have audio, for instance, and in others the audio must be user initiated. Depending on functionality, marketers and agencies must design for success.”
What: Horizon Media has launched a dedicated multicultural social solution led by Karina Dobarro and Pedro L. Rodriguez. Why it matters: This new multicultural social practice will maximize brand influence for agency’s clients across multicultural audiences through organic engagements, influencer relationships and strategic paid media.
Horizon Media, the privately held media services agency, announced that it is launching a dedicated multicultural social solution to help the agency’s clients maximize brand influence through organic engagements, influencer relationships and strategic paid media within the multicultural space. The newly formed practice will be led by Karina Dobarro, VP, Managing Director, and Pedro L. Rodriguez, Director, Social Strategy and Influence, at Horizon Media.
Horizon Media, currently the 7th largest U.S. Hispanic Media Agency according to Advertising Age, will marry its multicultural capabilities with those of its robust social practice to activate across six key areas within the multicultural segment: social intelligence, authentic conversation, influencer marketing, paid amplification, reputation management and compelling content.
“The multicultural market, which currently accounts for 40% of the U.S. population and growing according to the Census, will continue to drive consumer growth,” said Pedro L. Rodriguez, Director, Social Strategy and Influence, Horizon Media. “Our goal is to enable our clients to connect with the array of multicultural communities through authentic conversations to increase awareness, consideration, advocacy and loyalty. This new capability is a way for us to expand the existing Spanish language paid social media work we have executed for clients for example, into a more robust portfolio of multicultural social services.”
“Young multiculturals are an empowered segment driving innovation and growth across a multitude of social platforms,” said Karina Dobarro, VP, Managing Director, Multicultural, Horizon Media. “Engaging this coveted segment requires authentic social content that is inclusive, in-culture and often in-language. We recognize the untapped potential of this multicultural audience of ‘super-users,’ and will launch our multicultural social practice to efficiently reach this group in impactful ways on behalf of our clients.”
Multicultural men and women represent a massive segment of the influencer space today– and as “Super Consumers,” multicultural audiences represent US$3.4 trillion in consumer spending today, according to Nielsen. The new offering will help align Horizon’s brands with both the growing cohort of multicultural influencers on social media and the multicultural consumer population by uncovering digital intelligence to build better brand stories, create a social media foundation to drive strategy, extend branch reach and reputation, and build experiences on behalf of Horizon’s clients.
“What’s great about social media is that we can swiftly test and learn through audience interactions and insights to develop strategies and ongoing optimization strategies based on performance,” continued Pedro L. Rodriguez, Director, Social Strategy and Influence, Horizon Media. “From there, we can provide recommendations to our clients which can even drive product and service innovation from the ground up.”
Horizon’s social practice is comprised of over 30 specialists (including six bilingual specialists), and is fully integrated within the agency’s larger planning teams to strategically leverage social media content and learnings for integrated media campaigns across all facets of the organization.
What: Canvas Worldwide, a joint venture between Horizon Media and global creative powerhouse INNOCEAN Worldwide, has appointed Paul Woolmington as Chief Executive Officer, effective January 18, 2016. Why it matters: Woolmington, an Advertising and Marketing Pioneer and Serial Entrepreneur will lead the New Media and Communications Agency Network. Canvas Worldwide accounts include Kia and Hyundai.
Canvas Worldwide, the joint venture announced earlier this year between Horizon Media and global creative powerhouse INNOCEAN Worldwide, announced that it has appointed Paul Woolmington as Chief Executive Officer, effective January 18, 2016. Woolmington will work out of both the Los Angeles and New York offices.
Sources at Horizon Media told Portada that Canvas is currently focused on the U.S market only, which means it has no presence in the Latin American market.
Prior to joining Canvas Worldwide, Woolmington worked as an advisor, advocate and consultant devoted to a portfolio of client, media, agency advisory, consultancy and board directorship roles for top brands and is an active angel investor.
Prior to his advisory role, Paul Woolmington founded and launched two successful independent media and communications companies, The Media Kitchen and Naked Communications Americas. Most recently, Paul co-founded and led Naked Communications Americas; a preeminent, objective media communications and management consultancy — the first of its kind. Paul worked at Naked to push clients to embrace the changing environment around them and to think about traditional media communications and marketing differently. The agency received several accolades, and Paul was personally recognized as one of the Top 10 most creative people in Marketing Services by Fast Company magazine. According to Fast Company, “The Media Maestro successfully disrupted the U.S. marketing scene with his agency’s approach to media agnosticism.
Prior to Naked and The Media Kitchen, Paul was one of the architects of media specialization in America as a leader of the launch and subsequent global roll out of Young & Rubican’s media operations, and The Media Edge (now MEC). Previously, Woolmington worked at global holding companies including IPG and WPP, and at MDC Partners.
“I have known Paul for many years and have tremendous respect for his leadership,” said Bill Koenigsberg. “Paul has launched two successful media and communications companies and has disrupted and redefined traditional communication and media models in the process.”
“We sought a chief executive with a shared commitment to creativity and invention, and Paul is a proven leader and one of the most strategic minds in the industry,” said Ahn, Kun-Hee, Global Chief Executive Officer of INNOCEAN Worldwide. “I respect his success and I am excited for Paul to build Canvas Worldwide into a leading media agency.”
“It’s a remarkable time of change for media and communications, and we have a true opportunity to envision a modern perspective on what clients need today,” said Paul Woolmington, Chief Executive Officer at Canvas Worldwide. “Change is disruptive, and I’m excited to partner with Bill and INNOCEAN Worldwide to build Canvas Worldwide and pioneer new approaches while the industry is in flux and full of opportunity.”
Canvas Worldwide has two main offices in Los Angeles and New York, and regional offices in Chicago, Dallas and Atlanta. Woolmington’s first role will be stewarding the agency’s first clients, Hyundai Motor America and Kia Motors America, as the business officially transitions to Canvas Worldwide this month.
With increasing pressure from digital, broadcasters will strut their best and brightest stuff this week. Here’s what media buyers from Zubi Advertising, Horizon Media, Havas Media, Dieste, Bromley and Innocean USA expect.
Ahead of the TV Upfronts, Azteca America gave a sneak preview of “La Hora Ganadora,” an hour of family-oriented programming that will rotate shows in short seasons of a few weeks.
Says Manuel Abud, president and CEO of Azteca America, “For advertisers, it means I am committing to a genre that will bring a similar type of viewership.”
“La Hora Ganadora” offerings include dance competition “Baila si Puedes” and game show “El Rival Más Débil.” Each show will run for around eight weeks. Abud says of the new approach, “It’s getting more difficult to get an audience engaged for a longer period of time, so we don’t ask for such a big commitment as in the past.”
His statement is central to the conundrum of the Upfronts, as networks try to get advertisers and agencies excited enough about shows to put big bucks upfront – as viewing habits and media consumption change.
TV: Still Relevant
Make no mistake, though. TV as we know it is not going away, and neither are the Upfronts. Certainly, TV consumption overall is changing, with people – especially younger people – watching less broadcast and more over-the-top and direct-to-digital video. Nevertheless, media buyers say television is important for reach.
“We are dealing with a consumer that over-consumes media, so we are still able to find them through linear TV as well as online video,” says Karina Dobarro, vice president and managing director of multicultural brand strategy for Horizon Media.
Media buyers agree that television remains the fastest and best way to generate reach, even as it evolves.
Media buyers agree that television remains the fastest and best way to generate reach, even as it evolves. It’s important even when reaching Hispanic millennials, according to Isabella Sanchez, vice president of media integration for Zubi Advertising – and so is Spanish-language programming. “People think millennial equals English, and that’s not necessarily the case. Millennials just happen to be younger. If you look at Univision’s numbers on any given day, they have a huge foothold on the 18-to-34-year-old populations,” she says.
A case in point is the gigante gap in Sunday-night television that will be left with the demise of the elderly and beloved Sabado Gigante. Univision may reveal a replacement during its upfront. Says Sanchez, “It looks like a dated program, but millions of people watch it. I have no doubt Univision will come up with something tremendous as a replacement.”
Sabado Gigante looks like a dated program but millions of people watch it. I have no doubt Univision will come up with something tremendous as a replacement.
Meanwhile, says Dobarro, the end of the show “represents an opportunity to continue to attract their current TV audience while trying to grow that younger audience.”
Broadcasters Expand Digital
Of course, digital placements on network dotcoms have been available for years. As TV consumption continues to move fluidly across screens, media buyers are interested in seeing how networks will showcase and handle digital.
At last year’s Upfront, Azteca America announced a partnership with YouToo Technologies, a “social TV platform.” This year, Azteca and YouToo will offer online and mobile trivia games for new programming including “La Hora Ganadora” and “Viernes Futbolero.”
Abud says, “Digital will be a bigger part of the upfronts in general. As the technology keeps moving, we will.” Because consumers have become device-agnostic when viewing TV, he says, “My focus is on developing content-centric franchises.”
Eric Bader, CMO of RadiumOne, a provider of programmatic advertising solutions, points out that television and digital aren’t so much at odds with each other when it comes to marketing goals. He says, “Television is essentially designed to meet brand and exposure metrics at the top of the funnel. Digital has effectively grown to service the bottom of the funnel and more direct marketing expectations.” Instead of buyers trying to decide which content is superior, or how much budget should go to TV versus digital, he advises, “The first thing that has to happen is that the advertiser has a full picture of both the brand goals and the direct engagement goals. It has to start with the measurement goals being defined, and then going into the market and seeing where you will find the audience that meets these goals.”
Says James Zayti, group director of Hyundai Media at Innocean USA, “We have to think about all the touchpoints where someone buying a car would be viewing content. For younger consumers, that would be more digital touchpoints, but we definitely need a marriage of both.”
Horizon Media’s Dobarro has seen a shift in how Spanish-language networks position their digital offerings. While they used to compare their online video to established, digital-native content companies like Yahoo, now they are going up against other broadcaster dotcoms. “It’s more of an even playing field for them,” she says. “They have realized they are not going to be able to gain the audience and reach of Google, for example.”
Still, much more needs to be done, according to Sue De Lopez, group account director for Bromley. The new marketing model, she says, is “dynamic, always-on and iterative. There is a tremendous void in multi-platform and multicultural content right now.”
She is seeing advertiser budgets shift from television to digital and to multiscreen. In fact, Bromley has shifted its own rhetoric, now talking about “video” instead of TV/digital; and it now sees its teams as working in content instead of advertising.
Meanwhile, De Lopez says, “Broadcasters are offering digital, but the units they offer are basic, the same old units: banners, static, B-roll videos. It’s all very cookie cutter. Brands and agencies are looking beyond the expected digital offerings. We want to know how we can tap into culturally relevant digital content that is customizable, so brands can fit in in a very organic way.”
The question of rates
In earlier days, broadcasters may have thrown in some digital advertising on their dotcoms as a value-add. With today’s shift to digital, that would be crazy.
Says Bader of RadiumOne, “Now they are bundling it in a different financial package, because there is more viewership on those platforms.”
Abud says that Azteca will be flexible – but not give freebies. “There are some clients that want to deal with digital separately, some want to see it as a combined effort,” he says. So, some advertiser budget that formerly went to Azteca broadcast may now be split. He adds, “Digital is still a complement for broadcast. Someday it will have a life of its own, but I’m not there yet.”
Univision has one strong property next year — soccer — and will probably try to bring in a lot of revenue for that
Zubi’s Sanchez acknowledges, “Everyone always wants to increase their rates; it’s the game we’ve all been playing for years. They ask for a lot and then buyers fight them on it.” She thinks that more cross-platform opportunities can help networks increase revenue without raising television rates. She notes, “Univision typically has led the pack in setting CPM increases. They have one strong property next year — soccer — and will probably try to bring in a lot of revenue for that. But all predictions say it will be a soft upfront when talking about base programming.”
Greater accountability from networks
Measurement continues to be a concern of TV buyers. Dave Morgan, CEO of Simulmedia, says, “There is no question we will see a greater use of data. There is a lot of rhetoric with buyside and sellside positioning, both saying they are bringing their best data to the table.” Simulmedia uses data to aggregate audiences for agencies and advertisers, mostly in the scatter market. “Brands and marketers themselves are clear that they want true ROI, but that isn’t how most TV media has historically been bought.”
Joseph Abruzzo, chief exploration officer for Havas Media, concurs. “One thing that’s changing is networks are very interested in protecting their revenue base. They will be selling greater accountability [by] starting to offer data-infused targeting options,” he says.
For example, Azteca is working with Furious Corp, the Nielsen-funded startup that works with television programmers to use real-time data from smart TVs and other connected devices to plan and optimize revenue across platforms. Meanwhile, Turner Broadcasting System, CBS and NBCUniversal have announced initiatives to add performance-based metrics to TV buying.
Abruzzo says that merging third-party data sets gives broadcasters the ability to create richer profiles of those who are actually watching a program, so an advertiser could target, for example, people who are most likely to buy a Lexus. “These are still linear buys,” he says, “but you are buying a program that has an audience composition mostly made up of [your target audience].”
Better targeting is especially important to buyers on multicultural desks, according to Greg Knipp, CEO of Dieste. “In our space in past, it’s been Univision and Telemundo, and then you fill in around those two. As we get more sophisticated in segmenting our audience, and the more targeting we can get in traditional media, the better off we’ll be.”
Knipp expects even greater shifts in the media landscape in years to come. He notes that a lot of the most talked-about content among young Hispanics and bi-culturals is stuff you can’t buy: programs like “Game of Thrones” and “Orange is the New Black.” Acknowledging that broadcasters must be more conservative than OTT providers, the question he sees is, “How will we reach this audience that is watching things that don’t have advertising?” The answer, in his opinion, is using data from set-top boxes and smart TVs, combined with third-party data, to get better addressability.
Morgan of Simulmedia thinks it’s possible that measurement could actually show that some TV spots are undervalued. His question for agencies is, “Now that you have sellers willing to sell on ROI, are buyers willing to buy on ROI?”
Digital Content NewFronts grow as line between TV and digital blurs. How Horizon Media, AOL, SMG, INNOCEAN USA, Havas, AOL and Yahoo see the NewFronts evolving.
As the 2015 Digital Content NewFronts wound down, AOL said it had shifted from a NewFront “season” to a NewFront “year,” part of its “Content 365” strategy. (It’s unlikely that this means AOL would not hold a NewFront in 2016. A spokesman said, “It’s not enough to hold a once-a-year event, trot out some programming, and then never talk to advertisers again.”) It announced the renewal of original series including Park Bench with Steve Buscemi (pictured).
AOL and NBCUniversal also announced a content distribution and development agreement for both exclusive and non-exclusive content. This summer, NBCUni video clips and segments will be available to stream on AOL online and its mobile app.
Meanwhile, Yahoo announced 18 new premium video series, including the live series Ultimate DJ and the original, long-form series The Pursuit.
Armando Rodriguez, head of Yahoo, Latin America and US Hispanic, says his team works in parallel with Yahoo’s global teams. “Not only do we localize US video content for our market, we also locally produce close to 150 original video clips per month, divided between daily news coverage and weekly video programs,” he says.
These NewFronts, as well as many others, illustrate the contradictions in the Digital NewFront/TV Upfront dichotomy – a divide that’s becoming more and more unnatural. It’s clear that consumers don’t pay that much attention to whether the video content they’re watching originated as a broadcast, a theatrical release or a digital-only release. So, why should advertisers and agencies?
It’s clear that consumers don’t pay that much attention to whether the video content they’re watching originated as a broadcast, a theatrical release or a digital-only release.
Total Video Plans
While INNOCEAN USA, for example, looks at a total video plan for clients, rather than considering TV and digital separately, Greg Braun, executive creative director, says that the NewFronts have not outrun their purpose. “Some content [digital producers] are putting out is groundbreaking,” he says, giving kudos to Netflix for its Emmys. And, he adds, “The Amazon Prime model is awesome.” Braun does appreciate that the NewFronts and Upfronts are now contiguous in time.
Because the NewFronts come before the Upfronts, they remind agencies and advertisers to set aside funds for the digital properties they see, according to Joseph Abruzzo, vice president and chief exploration officer for Havas Media. “Everyone continues to spend in television, but, as new dollars become available, they are noting to allocate those dollars for opportunities in digital content,” he says.
Because the NewFronts come before the Upfronts, they remind agencies and advertisers to set aside funds for the digital properties they see.
There’s evidence that digital video is increasing overall ad spending, according to ZenithOptimedia’s Advertising Expenditure Forecasts. According to the report, global ad spend will grow 4.4 percent to reach $544B in 2015. Meanwhile, it said that global online video grew 34 percent to$10.9 billion last year, and it’s expected to grow at an average of 29 percent a year to reach $23.3 billion in 2017. Meanwhile, spending on TV advertising is expected to decline 5 percent in 2015.
It’s unclear whether – or how much – ad spending digital video is taking away from broadcast. Certainly some of that additional ad spend will go to traditional broadcasters that are offering broadcast/digital packages. “For broadcasters, TV is the number-one game, but they are shaping how they are serving up their content and the Upfronts, understanding they have to be more screen-agnostic,” says Marla Skiko, executive vice president and director of digital innovation for SMG Multicultural.
But TV audiences continue to decline. According to ZenithOptimedia, to date during the 2014/2015 TV season, primetime television usage has declined 7 percent among adults aged 18 to 49 and 5 percent among total viewers.
Because broadcasters want to maintain their revenue from one year to the next, they have traditionally offset the audience decline by increasing the cost of advertising. This is not a sustainable proposition.
“Advertisers and agencies hate to spend more for less,” Abruzzo says. While broadcasters can definitely charge more for top-tier programming like Walking Dead, he says, “There is such a long tail for television programming that it won’t support that kind of inflationary thinking. Because TV audiences are shrinking, that money will become available for digital.”
While broadcasters are making more and more content available for digital replay – such as the AOL/NBCUNI deal – Abruzzo says, “It’s the same content, so it probably has the same audience — and it tends to be on the expensive side, not necessarily any less expensive than television.”
SMG Multicultural has seen a shift in budgets from television to digital in general, according to Skiko.
SMG Multicultural has seen a shift in budgets from television to digital in general, according to Skiko. She says, “The appetite for digital video is only growing, and this will cause more and more questioning of how much we spend on television.”
While the TV Upfront season does result in deal-making, the NewFronts have always been more about showcasing content, with a “save some money for this” message. What’s new this year is a greater flexibility, along with a growing emphasis on targeting and programmatic buying on the part of content platforms.
In the past, according to Jason Smith, vice president for digital media activation at Horizon Media (photo), “A lot of publishers were asking brands for firm upfront commitments around inventory very similarly to the Upfront; but there hadn’t been a lot of ability for advertisers to control that inventory.” For example, they might not have been able to optimize across sets of digital video inventory; advertisers were expected to buy a certain number of channels; and there were limits on audience guarantees. There was even a lack of flexibility in cancellation policies.
During this year’s NewFronts, Smith says, “They have been more focused on giving brands more control and programmatic access to some of the inventory. They are offering more forward-thinking ways to help people understand how to put their money against the inventory. That is a very big step.”
Says Yahoo’s Rodriguez (photo), “When I speak to an advertiser they are looking for an efficient way to buy video impressions at scale.” He points to Yahoo’s integration of Brightroll as a way of giving video advertisers more access to data and programmatic buying. “Yahoo’s data from over 1 billion global users including desktop, mobile video advertising inventory, and audience insights available on BrightRoll’s media-agnostic DSP,” he says.
While deals are less likely to be forged at the NewFronts, Skiko says there’s a lot of value in them. For one thing, she’s always keeping an eye out for a client that might want to, for example, reach an audience of acculturated, bi-lingual Hispanics with an English-language cooking show. “You go there to learn and to assess,” she says. “It gives you the ability to begin the negotiation from a much better place.”
Yesterday morning, during a Time Warner investor meeting, Home Box Office Chairman and CEO Richard Pepler said that HBO will launch a stand-alone, over-the-top service that would allow consumers to watch HBO content without having a cable subscription – and let HBO reap what he characterized as hundreds of millions of dollars in additional revenue.
He said HBO will sell stand-alone services in the United States and two other countries, with the aim of expanding eventually to every nation that it currently reaches via cable.
Whether HBO Latino will be part of this initiative or whether either of the two non-U.S. launch countries will be in Latin America are still to be determined. A spokesperson for HBO Latino told Portada, “At this time we are not elaborating beyond the statement that was issued today.”
Overall I think that a streaming HBO Latino has potential. We know that Hispanics are entertainment-hungry and digitally savvy, and brands are eager to engage with them through new channels.
Karina Dobarro, vice president and managing director of multicultural brand strategy at Horizon Media, notes that HBO will not necessarily include ads in its over-the-top offering; it may use a Netflix-like subscription model instead
But let’s play what-if, as long as HBO is thinking about shaking things up
Anel Hooper, associate media director for Bromley Communications, thinks this is a definite win for consumers. “There are a lot of cord-cutters out there. They’re trying to find other sources to watch television programs,” she says. While Netflix doesn’t include advertising, she points out that Hulu does – and advertising could be part of HBO’s plan to earn millions more dollars.
This move absolutely makes sense for consumers, and therefore for HBO, according to Maria Lopez-Knowles, CMO of Pulpo Media. She says, “Fragmented media and distributed content is the new reality, especially among Hispanics and the Hispanic Millennial in particular. Consumers now own both the remote control and the Programming Executive title. They choose to consume content and stream programming when they want to and in their own device of choice.” Based on this, she adds, advertising on an HBO OTT service makes perfect sense. “It’s a great idea whose time has come,” she says. And, of course, it makes even better sense for advertisers that want to reach highly mobile Hispanics.
Whether Bromley recommends advertising on streaming video to clients depends on the demographic they’re trying to reach, according to Hooper. “If the target demographic is using their smartphones and tablets and streaming, then yes, we have recommended that to our clients.”
Lee Vann, CEO of Captura Group, says, “Overall I think that a streaming HBO Latino has potential. We know that Hispanics are entertainment-hungry and digitally savvy, and brands are eager to engage with them through new channels. They key will be for HBO to curate and produce content that appeals to Hispanics in a relevant and authentic way. If they can accomplish this, Hispanics will watch, and brands will follow.”
Not all advertisers may be ready to jump on board an over-the-top HBO, Lopez-Knowles says. “But the more progressive advertisers are certainly starting to understand that we’ve entered a brave, new world.”
Zach Rosenberg, EVP Chief Growth Officer at Horizon is one of the most experienced U.S. Advertising executives. Having previously had senior positions at JWT, DDB and Chiat/Day, in 2000 Zach joined Horizon Media as General Manager. In 2012 he became EVP-Chief Growth Officer. Zach will be one of the major speakers at our upcoming Portada Evolving America Summit on Tuesday October 21 in the Ritz Carlton, Marina del Rey, CA. We interviewed Zach on his views on Multicultural audiences, their impact on the general consumer and more.
Portada: How important is the multicultural consumer in the offerings of Horizon Media for brand marketers?
Zach Rosenberg, EVP Chief Growth Officer at Horizon Media: “Nearly half of adult Millennials are multicultural. Given this demographic shift, it is paramount that communications planning continues to evolve to reflect this cultural diversity. Horizon Media’s multicultural practice is seamlessly integrated across all facets of the agency and provides informed strategies for the agency’s clients. Powered by Horizon’s proprietary tools and processes and combining traditional and digital expertise, the practice harnesses the latest consumer insights with market nuances to drive the most relevant and effective campaigns.”
Nearly half of adult Millennials are multicultural. Given this demographic shift, it is paramount that communications planning continues to evolve to reflect this cultural diversity.
How do you think does the Multicultural Consumer impact the behaviour of the overall consumer in the U.S.?
Z.R.: “The multicultural consumer definitely has an impact on general consumers. They are trendsetters and highly influential. They over- index in mobile and video usage and are early adopters of technologies. Their influence spans music, fashion, food and other areas of culture. These sensibilities permeate into the general population.”
What are Horizon Media’s broader strategic goals as we go into 2015? Z.R.:Our goal is to continue to inject our expertise into our clients’ overall communication plans. We are developing new research and tools to find ways to better connect with this multicultural target. The more we understand their habits, language usage, channel consumption, their differences as well as their similarities will greatly impact our plans and give us the opportunity to speak to them in a more culturally, relevant way.
Meet Zach Rosenberg at Portada’s Evolving America Summit at Digital Hollywood on Tuesday October 21 in the Ritz Carlton, Marina del Rey, Ca. Rosenberg, Starcom’s Monica Gadsby, Glam Media’s Jill Byron, Tribune Publishing, Joseph Schiltz, NuvoTV’s Michael Schwimmer and the Agencia de Orci’s Roberto Orci, will be analyzing the relentless “multiculturalization” of the U.S. and debate whether it is indispensable for marketing and entertainment decision makers to incorporate a Multicultural lens to be successful in U.S. Media, Entertainment and Advertising.
Starting Monday July 28 commuters going into Manhattan from Queens, Brooklyn, Bronx and New Jersey will have a new daily free newspaper to choose from: Quiubo! (Spanish colloquial for “What’s up?”), a free newspaper targeting the Hispanic population. The new Spanish-language publication will have an average page count of 20 pages and an initial circulation of 12,000 Monday to Friday.
“We’ll distribute in high-traffic commuter zones and public transportation, and every single copy will be handed out by our Ambassadors. We won’t put boxes in the early stage, it will be more expensive but we want to have a more effective distribution and to keep better track of the flow of our readers.” Teresa Cabrero, general manager of Quiubo!, tells Portada. Oury Tamboura, Print Supervisor at Horizon Media says that free daily newspapers such as Quiubo! can be a good media option when they can show features like ” broad reach, strong added value – street hawkers, cover wraps and digital added value.” Tamboura’s clients run in free dailies in New York and Los Angeles such as AM NY, Metro and El Especialito.
We’ll distribute in high-traffic commuter zones and public transportation, and every single copy will be handed out by our Ambassadors.
According to Cabrero, Quiubo! targets Hispanic commuters. “We want to quickly expand to other hubs where we can reach them. Next phase will be focusing in points to reach Hispanics that commute outside of NYC so we can establish Quiubo as the daily go-to paper for all Spanish speakers in New York. The ultimate goal is to have a successful model to replicate in any city in the U.S!”
Quiubo! is a commuter paper, a fast read to entertain and lighten up the lives of busy Hispanic New Yorkers. It is not intended to replace their main source of information but to be an interesting and fun medium found in the right place. Cabrero adds that she wants “reader’s to forget the stressful NYC way in order to have a more enjoyable ride to work or back home. Our content will be soft news, in a short, graphic and witty form.” Quiubo! articles have QR codes that allow readers to expand the content digitally in their smartphones with graphs, texts and videos (music). Advertisers will have microsites also accesible via a QR codes as one-touch phone dialing optiones.
Distribution points for Quiubo! will be Queens in Roosevelt Ave, from 74th st to 104th St, Brooklyn: Myrtle Ave/Broadway/Wyckoff, Flushing Ave / Broadway, Manhattan: Upper Manhattan, targeting Washington Heights and El Barrio mainly. Long Island City based printer Stellar Printing is printing Quiubo!
Cabrero’s company also publishes Diario de Mexico USA, a Spanish-language daily targeting Mexicans living in the New York area (a Chicago edition of Diario de Mexico USA folded last year).Both Quiubo! and Diario de Mexico USA are owned by the Mexican media company Diario de Mexico, which is led by Mexico City based publisher Federico Bracamontes.
Low costs are a crucial factor to be succesful in the competitive NYC newspaper market. Most functions at Quiubo! are run out of Dario de Mexico offices in Mexico City. “We mainly have advertising, printing and distributing activities in New York,” Cabrero notes. ” Our office in Madison Avenue is mostly for our sales representatives, with administrative back-up for client relations. We do have some reporters of course, but everything is feed to Mexico where the main newsroom and Editor are to design and create the daily paper. Even as technology allows, we have started to migrate some administrative tasks to Mexico, taking more advantage of our capabilities down there in order to be more cost effective.”
What: Horizon Media is strengthening and expanding cross-cultural capabilities for which it has as Vice President, Managing Director, Multicultural Brand Strategy and Jerly Marquez as Associate Director of Multicultural Brand Strategy . Why it matters: Major agencies are adding a “multicultural layer” to add a multicultural focus and expertise to Total Market accounts (e.g. see Xavier Mantilla’s new position at UM in New York.)
Horizon Media is strengthening its existing cross-cultural capabilities as the company continues to infuse cross-cultural experts across all of its brand teams. For this reason it has appointed Karina Dobarro as VP, managing director, multicultural brand strategy to lead the multicultural brand strategy practice within the agency. Joining her is Jerly Marquez as associate director of multicultural brand strategy. Dobarro will report to Stan Fields, EVP, Managing Partner at Horizon Media, and Marquez will report to Dobarro.
Dobarro joins Horizon Media from Mindshare where she was Managing Director of multicultural marketing. She has developed successful multicultural campaigns for many leading brands, including AT&T, Unilever, Macy’s, Volkswagen, and Kimberly Clark.Dobarro is a multicultural marketing leader with particularly strong Hispanic market expertise. She spent the last six years working across GroupM’s portfolio of agencies including Mindshare and MEC. Prior to Mindshare she was the Senior Partner, Account Director at MEC, and managing communications planning for clients such as AT&T, Ikea and Campbell’s. Previously she spent four years at the Vidal Partnership. She started her career at Initiative Media, first in San Francisco and in New York where she worked on Bayer, Elizabeth Arden and Burlington Coat Factory.
Jerly Marquez joins Horizon from GroupM, where she spent six years as a U.S. Hispanic and multicultural market specialist supporting WPP media agencies Maxus, MEC, MediaCom and MindShare. Jerly started her career at The Vox Collective as a Media Planner/Buyer, where she was responsible for the development and execution of prominent Hispanic campaigns for clients, such as Verizon Wireless, Office of National Drug Control Policy, Fifth Third Bank and Macy’s.
“I’m thrilled to be joining the agency as multicultural lead to further elevate and grow this facet of the business. Nearly half of adult Millennials, the coveted 18-34 demographic, are multicultural. This is the highest share of non-white Americans in any generation. Given this demographic shift, it is paramount that communications planning continues to evolve and reflect this cultural diversity,” said Karina Dobarro, VP Managing Director of multicultural brand strategy at Horizon Media.
“We have an advanced multi-cultural practice.These new hires further strengthen our leadership and proven ability to develop engaging and culturally relevant communications for our clients.”
What:Marketers are gearing up early in anticipation for 2014’s Fifa World Cup, in Brazil. It is seen as the most important news event platform for Hispanics. Many marketers, including Gonzalo del Fa, president Group M Multicultural in New York City, began conversations with their clients in 2012 and have already closed some of those deals. Digital media has increased tremendously since 2010’s Fifa World Cup.
Why it matters: 3.2 billion people around the world watched the 2010 World Cup. In addition, as Group M’s del Fa puts it, the World Cup is “DVR proof: 90% of views are live.” That is attractive to marketers as viewers are less likely to skip commercials. Also, because of the many options people have to watch their favorite television shows after originally airing – YouTube and Netflix, as well as digital recording devices – sports programming is seen as a better bet.
The 2014 Soccer World Cup to take place next summer in Brazil will be a major factor in Corporate America’s marketing plan towards the U.S. Hispanic population. Already at the end of 2012, major agency executives started to discuss with their clients their involvement in next year’s major event.
“We started the conversations with our clients at the end of 2012 and we have already closed deals for some of them. We have only few negotiations left that we expect to ﬁnalize in the next weeks,” Gonzalo del Fa, president Group M Multicultural in New York City tells Portada®. Group M’s clients include major marketers like AT&T, Macy’s, Subway and Ikea. “We started looking at partnerships for our beer client for 2014,” says Oury Tamboura, Senior Media Manager at Horizon Media in Los Angeles, where she plans and buys Hispanic media for clients including Crown Imports (Corona). “We have been talking about how to approach the World Cup with many of our clients. Given the scope and scale of the event, there are many ways to get involved and integrate a World Cup strategy as part of a client’s holistic approach from now through the games next year,” says Marla Skiko, VP and Director of Digital Innovation for SMG’s Multicultural Division.
“The World Cup is the most important news event for Hispanics every four years. It’s the Superbowl, Final Four, World Series and NBA Finals all in one,” claims Penni Barton, publisher of the Spanish-language newspaper Al Día Texas.
“As we all know, World Cup is a huge event for the Hispanic community because ‘fútbol’ is part of our lives,” says Group M’s del Fa. Del Fa, who is based in NYC but was born in soccer-crazy Argentina, notes that the World Cup is also a truly global event as 3.2 billion people watched the 2010 World Cup around the world. “That is why many clients are looking at this asset as a global initiative, not just a local effort. Even in the U.S., the World Cup is not just a Hispanic event – over 24 million people saw the ﬁnal between the Netherlands and Spain in 2010. Almost 9 million of them watched it on Univision and almost 16 million did so on ABC.
The Soccer World Cup is ‘DVR proof: 90% of views are live.’
One question mark remains in the midst of all the excitement. In mid-June millions of Brazilians took to the streets all over the country in social protests for more education, health and transport services. Protesters armed with screwdrivers and slingshots clashed with police near Rio’s legendary Maracana football stadium where Brazil defeated Spain to win a third successive Confederations Cup. According to many of the protesters, the Brazilian government cares more about the FIFA World Cup and Olympics than about education and healthcare. Despite the social turmoil, polls have shown more than two-thirds of Brazilians support their country hosting the World Cup for the ﬁrst time since 1950. Sports media entrepreneurs do no foresee major disruptions during the 2014 World Cup. “We have full conﬁdence in Brazil’s infrastructure and security, as well as the coming together of the people of Brazil in delivering a successful World Cup,” says Félix Sención, CEO and Founder of The Mundial Group.
For many brands sports marketing budgets can take a share of more than three quarters of overall marketing budgets. One such example is NAPA Autoparts, whose Hispanic Advertising Agency is Atlanta-based PM Publicidad. Napa Autoparts is the official sponsor of the Méxican Soccer Federation as well as of the Tour of the Méxican Soccer National team in the U.S.
One publication that receives mostly men oriented advertising is Fútbol Mundial. A publication exclusively devoted to soccer, it has a circulation of 904,000 and is published as an insert in the leading Spanish-language newspapers coast-to-coast. “For 2014, we are expanding circulation and are receiving bids to be part of the larger distribution during World Cup year,” says publisher Félix Sención. Sención also leads a digital ad network called Mundial Sports Network. “Mundial Sports Network is offering fully integrated digital sponsorships for the World Cup across all 4 screens. We reach millions of Hispanic sports fans across our network of affiliates, and we produce and publish original, branded sports content for our advertisers including full brand integration within our coverage,” Sencion adds.
Most importantly, as Group M’s del Fa puts it, the World Cup is “DVR proof: 90% of views are live,” says del Fa. In the era of time shifting technologies, this is extremely attractive to marketers, who know that live viewers are less likely to skip commercials.
Sports programming is a better bet for network broadcasters than almost anything else. The rise of online video providers – such as Netﬂix and YouTube, as well as the increasing use of digital recording devices – are giving audiences unprecedented choices about what they watch and when they watch it. That is why ratings for most TV networks have fallen sharply. The big exception is sports, which has been practically unaffected by the general ratings declines. According to a Nielsen study, viewers watched 97% of sports programming live in 2012, down slightly from 98% in 2008. Those same viewers watched just 75% of non-sports programming live, down sharply from 93% in 2008.
ESPN, which has aired every World Cup except one in 1982, has the English-language TV rights to the 2014 Soccer World Cup in Brazil. Fox won the rights to the 2018 and 2022 World Cups. Univision holds the 2014 Soccer World Cup Spanish-language broadcast rights. However, in 2011, Telemundo won the Spanish-language rights to air the 2018 and 2022 Soccer World Cups over Univision, which has aired every World Cup tournament since 1978.
Soccer World Cup broadcast rights belong to the most coveted content properties. Interestingly the rights to air in Spanish-language are worth more than the rights to air in English: Telemundo paid more than US $600 million for the Spanish-language rights to air the global soccer tournament in 2018 and 2022, more than the US$ 400 million Fox paid for the English-language rights.
While the networks sell TV ad space inventory to national advertisers, other organizations often sell to local and regional advertisers. This is the case of Time Warner Cable which sells local advertising into ESPN properties, including the 2014 Soccer World Cup.
While broadcasters usually get the lion’s share of marketer’s World Cup investment, digital and print media properties also typically boost their offerings during the World Cup and the weeks leading up to it. Al Día Texas’ Penni Barton, notes that the World Cup represents a tremendous opportunity for Al Día. “We’ll explore expanding our portfolio of print offers via special supplements, insertion campaigns, themed-content sponsorship’s and magazines. Likewise, we’ll explore leveraging opportunities for digital, mobile channels and events.”
‘It will be one of the largest sports events of the century: Time zone is just 1 hour difference from U.S. EST.’
Digital at the Core The Soccer World Cup takes place every 4 years and the media and advertising landscape has changed since the 2010 South Africa World Cup, particularly digital media.
“The amount of digital viewers has grown robustly since 2010 and the digital inventory is broader across platforms and now includes online, mobile and tablets,” says Francisco Morillo, Digital Media Buyer and Planner at Hispanic Group in Miami. He adds that, nowadays “rich media provides a wide variety of creative ad units and online video ads retain the audience at one site for longer period of times.”
SMG’s Skiko notes that “as the use of digital media continues to grow across multiple screens and devices, it is important we approach any plan or program with digital at the core. The Soccer World Cup is no exception as we know engagement will be happening on many devices and in real time. We believe social and mobile will be especially crucial. Advertisers need to ﬁnd the best ways for an overall integrated approach that capitalizes on how people will be not only watching, but also discussing, sharing and commenting on all aspects of the games and their teams.”
The Local World Cup: Grassroots Soccer Leagues Grassroots amateur soccer events are a great way for many media properties to connect with the local community as well as to increase revenue streams from sponsorships. Copa Al Día, organized by Dallas/Ft. Worth Al Día, features 136 teams for approximately 1,500 local youth players, ages 5-14 years old, and is open to both select and recreational teams. Copa Al Día 2013 is presented by The North Texas Chevy Dealers Association in partnership with Burger King, MetroPCS, Azteca Dallas 55, and ESPN Deportes Dallas 1540 AM. New York City’s Spanish-language daily newspaper Diario de México USA organizes a similar league in the New York Metropolitan area.
Another grassroots soccer league organizer is Alianza de Fútbol Hispano, an organization exclusively focused on the organization of soccer leagues. Founded in 2004 by Brad Rothenberg and Richard Copeland, Alianza de Fútbol Hispano is one of the largest grassroots soccer programs in the United States, hosting amateur, soccer clinics, and access to pro scouts from the Liga MX, Major League Soccer (MLS) and American colleges and universities. Alianza de Fútbol Hispano recently struck a deal with LeadDog Marketing through which Alianza de Fútbol will launch the Alianza U program, in partnership with Verizon. The program is designated to help Hispanic players and their families understand and navigate through the college recruiting and admission process. Alianza U provides year-long access to students, helping them with the college application process, college recruitment requirements, ﬁnancial aid and scholarship information.
LATAM Websites Hispanics love to go to Latin American sports websites to follow major sports events. Journalists at these websites cover soccer matches with a lot of knowledge, passion and resources. Major sports sites include México’s mediotiempo.com, published by Time Inc. owned Grupo Editorial Expansion and Argentina’s canchallena.com (published by La Nacion) and ole.com.ar (owned by Clarin). Spain’s Marca.com (Unidad Editorial) and As.com (Grupo Prisa) also attract substantial U.S. Hispanic audiences.
Miami based Medula Network, an online ad network that targets the U.S. Hispanic and Latin American space, that grew out of PAL (Periodicos Asociados Latinoamericanos) offers U.S. Hispanic impressions and customized packages in the online sports sections of its Latin American newspaper affiliates. Medula CEO Vicente Jubes notes his network also sells U.S. Hispanic audiences that visit 100% sports oriented sites such as Marca.com, Ole.com.ar, Diez.hn, Sport.es, As.com, Libero.pe and Laaﬁcion.com.
A CRM Tool and Media Vehicle One company that has been able to develop a very strong database of Hispanic and non-U.S. Hispanic U.S. soccer fans is Sports Endeavors. It is known to many as Eurosport, the title of its soccer catalog, which has a circulation of 1 million a year and is dropped nationally 14 times a year.
Based in Hillsborough, North Carolina, Sports Endeavors, Inc. was founded in 1984 by the Moylan family to provide American soccer players with equipment and information. In almost three decades it has developed into an Amazon.com of soccer related items such as equipment, apparel, footwear etc…. Sports Endeavors has beneﬁted from the fact that the U.S. has one of the most diverse soccer fan bases in the World. This fan base includes constituencies as diverse as Major League Soccer Fans, Hispanic Fans, European Fans as well as Amateur Soccer Players.
“Sports Endeavors sales to Hispanic consumers amount to approximately 20% of its overall sales volume,” says Vicente Navarro, Hispanic Market Director at Sports Endeavors. The company’s database includes more than 100,000 addresses of Hispanic active buyers and 6 million different data points on Hispanic households. Most of these clients receive the Eurosport catalog, which has an average page count of 100 pages.
85% of Sports Endeavors sales occur over its different websites (e-commerce). Its main website is soccer.com which according to Navarro receives more than 4.5 million unique users every month. Soccer.com showcases a selection of top of the line soccer merchandise used by world-class players and teams. It carries brands including Adidas, Diadora, Nike and Puma.
The U.S. Has One of the Most Diverse Soccer Fan Bases: MLS Fans, Hispanic Fans and Amateur Players.
Another feature of Soccer.com is that consumers can shop by players, countries or famous soccer clubs. Soccer.com also hosts official online stores for apparel and equipment of many famous international soccer clubs, including Real Madrid, F.C. Barcelona and Bayern Munich.
While Sports Endeavors Inc’s primary objective is to sell soccer and other sports related items, it has developed a large client database which it offers to marketers interested in reaching the U.S. and U.S. Hispanic soccer fan. The digital and print media Sports Endeavors offers includes Package Inserts, Inserts and ROP ads in the Eurosport catalogue, e-mail marketing as well as display and rich media advertising on soccer.com. Sport Endeavors clients include American Airlines, Budweiser, Lowe’s. ESPN Deportes magazine has been inserted in the past in packages that Sports Endeavors mails out to its Hispanic clients. Notmusa’s Record Magazine has also been inserted in the Eurosport catalog.
Spanish-language media was the big exception in the Q2 2013 Kantar advertising expenditures figures, being the only media that substantially grew compared to the same period of 2012. Interestingly the Kantar figures also included a 1.4% increase in Spanish-language newspaper advertising. Hispanic newspapers continue to distance themselves from the general market newspaper malaise, partly because of their distinct feature of community newspapers, a category that is also doing relatively well among general market newspapers. Below some comments of players in the media buying community about the current advertising scenario.
Circulation declines are not frequent at Hispanic newspapers (Read here about 4 Hispanic newspapers that recently actually increased their circulation.) Most of these newspapers are available for free: In other words, their publishers need to clearly expect that an increase in advertising revenues will finance the circulation increase. Are advertising volumes currently increasing? This is what two members of the media buying community have to say.
Oury Tamboura, print strategist at Horizon Media in Los Angeles, where she buys print media (newspapers and magazines) for brands including Crown Imports and Telemundo tells Portada that she has seen a pickup of ad dollars in general ” especially for my entertainment and beer accounts.” Tamboura adds that for Telemundo, we executed a print campaign La VozNinos in book with a social extension on twitter to incite readers to tune in on premiere week. The idea was to have an integrated campaign and extend our reach beyond the pages of the magazine.”
Digital component increasing
As the example of Tamboura’s Telemundo buy shows, adding a digital component to the traditional print buy is increasingly important. Trevor Hansen, CEO of EPMG360, tells Portada that his company recently did an integrated print and digital campaign for Wells Fargo: “Wells Fargo did an integrated campaign that included full-page full color print ads, and display and rich media digital ads. While the budgets and planning were separate the execution/creative messaging was all aligned.” EPMG recently introduced a unit called EPMG Latino (also called Lionheart Digital) that aggregates traffic of more than 20 of the top Hispanic newspaper websites. Hansen notes that the network has a monthly traffic of between 1.5 and 2.2 million unique users (depending on the month), with 10% to 15% of them connecting to the sites from a mobile device.